Building customer loyalty


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Building customer loyalty

  1. 1. Building Customer Loyalty<br />Sales Meeting<br />January 26, 2011<br />How do you get someone who has used you before to ONLY use you?<br />How do you prevent someone who uses you for commercial/investment <br />from turning to someone else for Residential?<br />
  2. 2. Video<br />Improving Customer Loyalty with <br />Relevant Communications<br />Featuring Brian Stancampiano, <br />Fred Reichheld and Don Peppers<br />
  3. 3. Communication<br />Communicate. Whether it is an email newsletter, monthly flier, a reminder card for a tune up, or a holiday greeting card, reach out to your steady customers.<br />Listen to your client, convey your own message. <br />One sided communication is a speech, mutual communication is a conversation. <br />
  4. 4. Communication<br />Communicate when things are going well and when there are problems. <br />When things are going as expected, bring it to their attention. <br />Remind them they are receiving VALUE<br />When there are problems, provide solutions, preferably before the customer knows they exist. <br />This builds credibility, confidence and trust! <br />
  5. 5. Incentives<br />Customer Incentives. Give customers a reason to return to your business<br />Customer Loyalty Program<br />After X amount of transactions/volume of sales, Client receives X<br />Show your appreciation to those who give you referrals in order to encourage them to send you even more customers in the future!<br />
  6. 6. Product Awareness<br />Residential<br />Commercial<br />Investment<br />New Construction<br />Development<br />Rent to Own<br />Have you told every client you have that you can work in all of these kinds of transactions?<br />
  7. 7. People over Technology<br />The harder it is for a customer to speak to a human being when he or she has a problem, the less likely it is that you will see that customer again.<br />Real Estate is a people business- return every phone call within 2 hours!<br />Opportunity to influence customer satisfaction positively or negatively <br />
  8. 8. Build Credibility<br />There are two easy ways to build credibility. <br />Do what you say you are going to do.<br />If you leave a message to call back or make a commitment for follow-up, then call when you said you would call. Even if you do not have all the answers, call when you commit to call back. <br />Take time to get the best answer. <br />Ask for time to research and come back with the most accurate answer or information that you can obtain. Taking time for accuracy can be far more beneficial to your customer than a quickly but incorrect reply.<br />
  9. 9. Say Thanks!<br />Don’t ever forget to say THANKS!  <br />Face to Face<br />Over the phone<br />Written thank you notes<br />Customers like to feel appreciated. <br />
  10. 10. Ask for Referrals<br />Engage in a dialogue with clients about your business<br />When you ask for referrals, you not only get a lead, but you cause your client to think about how positive their experiences have been with you.<br />Everyone knows someone who is thinking about real estate! <br />End Your Emails With… <br />Oh, by the way, I’m never too busy for your referrals!<br />
  11. 11. Competitive Edge<br />Guarantee your products and/or services.  <br />If a customer has a problem, and you are the person that received it, see it through.  You may not make the final decision, but you are there at the end when it is made.<br />If you do something different than the competition, make sure the customer knows about it.  <br />Example:<br /> I remember buying meat from a grocery store.  The butcher proudly held up the steak he was selling me and said, “Look at that!  Is that a beautiful piece of meat or what?  Did you know that we trim the fat around the steak to just 1/8 of an inch.  You won’t find that at the competition!  Thanks for shopping with us.”  These competitive differences need to be emphasized.  It is your opportunity to stand out.<br />
  12. 12. Create A Demanding Customer<br />If your customer were to go to your competition, they would not just expect, but demand, the same level of service that they get from you.  <br />Anything less from the competition reinforces that the customer made the right choice to do business with you.  <br />Spoil your customer.  What may be standard for you is better than the competition. <br />
  13. 13. Ask Yourself…<br />Could or should I have done something differently?<br />Did I misread our relationship?<br />Is customer loyalty a thing of the past?<br />Do I appreciate my clients? <br />What lengths am I willing to go to keep their business?<br />Do You Deserve Customer Loyalty...? Ask Yourself Why?<br />What have I done in the past, and currently, to deserve the loyalty of my consumer/client?<br />Have I worked in the best interest of my clients throughout the transaction?<br />Have I followed up with them about changes or improvements they wanted to make to their house and provided referrals? <br />Did I assist them with movers, tax exemption information, etc?<br />
  14. 14. Did I…<br />Sent them a RESPA for tax purposes at the end of the year?<br />Update them on recent sales in the neighborhood that effect their eventual resale value?<br />Not only SEND them, but sat down with them on a yearly basis to go over a CMA of their property?<br />Call them with the recent headlines and helped them make sense of it all?<br />Sit down with them to differentiate National real estate headlines from Local real estate market conditions? <br />And lastly, if my clients ARE in financial straits and facing foreclosure, have I come to their aid and helped them?<br />
  15. 15. Feedback<br />Find out if you are doing a good job, and if there are problems react quickly.  <br />Customers will not likely tell you if there are problems.  Numerous studies have shown that complaining customers don’t complain.   <br />On average business only hears from 4% of unhappy customers.  The other 96% don’t complain - at least not to the places they did business. <br />Your ultimate goal should be to try and find any problems before the customer complains.  The best way is for you to simply ask how you are doing.<br />
  16. 16. Toot Your Own Horn!<br />People want to work with accomplished and successful agents. Pull together as much information about yourself as possible and make sure to showcase it! <br />Most people look to someone they know for advice when buying/selling a home. MAKE SURE EVERYONE YOU MEET KNOWS EVERYTHING YOU DO. Let them know you are a full time agent and that real estate is your priority.<br />
  17. 17. Be Loyal Back!<br /> Plan to C.A.R.E. for your clients:<br />Continuously stay in contact with them throughout the yearAppreciate your clients and their ongoing businessRemind them of all the services you provide and that you do value their referralsEducate your clients on different areas of tax and finance that they can benefit from<br />Treat all your existing clients, contacts, suppliers, prospects and peers the right way – the way they expect to be treated – and they will bring you success in the form of repeat business, loyalty and new customers.<br />
  18. 18. If You Lose a Client..<br /> Go back to them, congratulate them on <br />the purchase, and express disappointment <br />that you were not involved. Ask <br />why and hopefully learn how not to repeat the <br />experience in the future.<br />
  19. 19. Questions/Comments<br />